SIX LESSONS 

NEWSPAPER 

ADVERTISING 

COMPOSITION 


W. CHAS. MANSON 






TO MY FATHER 


WILLIAM ELISHA MANSON 

TO WHOSE WATCHFUL AND LOVING CARE I OWE 
EVERYTHING THAT I MAY HAVE ACCOMPLISHED IN LIFE 

THIS BOOK IS DEDICATED 



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SIX LESSONS 


IN 


NEWSPAPER 

ADVERTISING 

COMPOSITION 


FOR 


ADVANCED 

APPRENTICES 


FIRST EDITION 


Prepared and Published by 
W. CHAS. MANSON 


82 Huntington Ave., 
Boston, Mass. 
1922 



Copyrighted, 1922 
By W. Chas. Manson 


f 


NOV 29 |922 



© Cl AG90466 




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FOREWORD 

This course, originally prepared for advanced 
apprentices in the Boston Globe Composing Room, 
proved its helpfulness to such a degree that inter¬ 
ests elsewhere began inquiry, and a request was 
made for its revision in such manner that it might 
be used in any newspaper office. 

This has been done, and is now offered with 
the hope that it may stimulate apprentices, where- 
ever found, to a determined effort to improve any 
innate ability which they may possess. 

My thanks are due to the Boston Globe for 
encouragement in the development of these ideas. 


THE AUTHOR 































NEWSPAPER ADVERTISING COMPOSITION 


By W. CHAS. MANSON 
Boston, Mass. 


A course for the apprentice who has learned to 
set type” from PREPARED copy, and who now goes 
forward on his own initiative in design. 

HERE have been many changes in newspaper adver¬ 
tising display during the last few years, and some 
things connected with it which are now considered 
axioms will eventually be discarded entirely. 

The present tendency is toward a cheap imita¬ 
tion of the magazine type of display; an endeavor to reproduce in 
a newspaper, intermingled with a mongrel display of many differ¬ 
ing type faces, an advertisement that can only be effective when 
given the proper white space, colorings and margins. 

There will be in the future a decided movement to get back 
to the fundamentals of strong display presented through bold, con¬ 
vincing typography, eliminating the non-essential “dewdads” that 
have no direct bearing on the advertising message. 

“Strong, bold display” does not necessarily rest on heavy-faced 
type alone, but can be effected through proper spacing and a judi¬ 
cious use of “white space.” 

All tricks of arrangement that dazzle and befog the mind 
should be avoided. The forceful presentation of the subject is the 
problem for the advanced apprentice, and the object of this course. 

There is a subtle sense that determines the nice arrangement 
of words in type. This is called “good taste,” and when backed up 
by the right study of, and professional experience in, design, there 
is a perfect combination. 

A thorough study of these problems of. type arrangement will 








SIX LESSONS IN 


enable the student to bring to any subject a judgment that will 
usually be found sound. And the beauty of such advertisements 
is that, through innate distinction, they command the immediate 
attention of the reader. 

The aggressive printer should be equipped to devise and de¬ 
sign, as well as to merely “follow copy.” 

In this series use will be made first of the most used product 
in our modern life—the automobile. Page after page of this class 
of advertising is printed daily. The problem for the printer is to 
make the copy talk convincingly. 

Then will follow suggestions for “Classified Advertising,” 
“Characteristics of Department Store Advertisements,” “Reduction 
and Enlargement of Cuts,” “Daily Advertising of Department 
Stores,” and lastly “The Layout and Composition of a Full Page 
Department Store Advertisement.” 

While a border confines the space paid for by the advertiser, 
and sets it off from other advertising, yet in a corresponding degree 
will “white space” all around accomplish the same purpose. 

A most important word at the outset is that the student should 
avoid the common tendency to consult with many minds, i. e., in¬ 
discriminate consultation with , innumerable fellow-workmen on 
how to set an “ad” will not get him anywhere, but will induce a 
confusion of thought, and he will fail to arrive at the objective— 
his individual capacity to think. Lest this should be misunderstood, 
let me say that the fundamentals of printing, as in all art, are in¬ 
variably the same. Many men have those fundamentals; many 
men express them differently. 

The object of this course is to develop the student’s own sense 
of the application of those principles. When he designs an adver¬ 
tisement he should avoid the varied ideas that consultation with 
the many might instill. Each idea may be equally worthy in itself, 
but a combination of all might be disastrous. Develop your own 
idea. In no other way can you equip yourself. 

The instructor (either foreman or head ad-man) should have 
intimate and constant supervision over the student, and the course 
should be completed within a three-month period, where possible. 
Some establishments may find it expedient to allow only one day 




NEWSPAPER ADVERTISING COMPOSITION 


7 


a week for the course. In such cases, six months will not be too 
long a period. 

All cuts used in these “Six Lessons” are numbered consecu¬ 
tively, irrespective of the advertisements employing them. 

A scrapbook (home-made, if desired), large enough to accom¬ 
modate a full-page newspaper, should be provided. Let there be 
enough pages therein to provide for all the proofs of all students, 
if you have more than one taking the course simultaneously. This 
will give the instructor or foreman a reference book of incalcu¬ 
lable value. He will thus have a true record of the varying ideas 
and interpretations of all his students. 

Each student should also be provided with an individual scrap¬ 
book for his proofs. Let him realize to the fullest possible ex¬ 
tent the importance of his work, and let there be preserved in this 
book a true record of his own expressions. 

Where several students are taking the course simultaneously 
great care should be exercised to prevent them from exchanging 
ideas. This would destroy all possibility of individual expression, 
which is the paramount purpose of this course. 

All this is offered with the underlying principle that the truest 
form of education is that which stimulates a student to think for 
himself along right lines. 

And lastly, always bear in mind the rapid advance in con¬ 
stantly changing mechanical devices. This is the age of the machine, 
and the man who can intelligently use to the fullest extent the 
machine equipment which he has at hand is the most likely to be 
recognized as the one for advancement. 




8 


SIX LESSONS IN 


LESSON NUMBER ONE 


T HIS lesson deals with the laying out and composition of a 
series of three Automobile advertisements, in varying sizes, 
as specified in the instructions in smaller type. 

The student is required to decide for himself what words to 
display; whether to use a border or not; what type to use—in fact, 
it is entirely up to him to bring to this advertisement all the accum¬ 
ulated knowledge of display that he may have acquired during 
his apprenticeship up to this time. 

When he has completed the first setting he should submit 
proofs for the first reading, and his work should be judged some¬ 
what by the absence or presence of “errors.” After correction, 
take two proofs with a SLUG at top, somewhat after this manner: 


FIRST PROOF—JOHN DOE—Jan. 15, 1923 


These proofs constitute the record of progress and should be 
pasted in the scrapbooks of both student and instructor. 

A general criticism of this effort should then be given by 
the instructor, and the apprentice be required to correct or recon¬ 
struct the advertisement, as the merits of the work may warrant. 

Continue this lesson until the instructor is satisfied, before 
going on to the next, and in every case of change, proofs should 
be preserved, properly numbered, “First,” “Second,” “Third,” etc., 
as only in this way can the progress of the student be accurately 
charted. 

All dimensions here given are in columns wide and agate lines 
deep. For instance: 2x125 means two columns wide of your own 
paper by 125 agates deep—a total of 250 agate lines. 



NEWSPAPER ADVERTISING COMPOSITION 


9 


EXAMPLE: 

Set the following advertisement in three different sizes: 
2x125, 3x125 and 4x150, each one your own expression 
of what it ought to be, the two-column ad to be set 
without cut. The three- and four-column ads may con¬ 
tain a cut, if you so desire. (Two illustrations. Cuts 
Nos. 1 and 2, on Pages 11 and 12, herewith. Repro¬ 
ductions can easily be made from these prints). 

The copy is written without display being indicated. You 
will use your own judgment as to what should be 
brought out. 

The first proof should be criticized by the instructor in 
a general way and the student allowed to make changes 
for final proof. 

Submit three final proofs on paper that will allow two 
inches margin all round. 


(COPY) 

The Autowhirl, 20 miles to the gallon of gasoline, 
12,500 miles to the set of tires, 50°/c slower in yearly 
depreciation. You know what results to expect when 
you buy an Autowhirl. The averages above, showing 
what it has given owners in the past, measure what 
it will give you in the future. Yet it takes more than 
figures to tell the advantages of Autowhirl light weight 
and flexibility; it takes rough roads, long grades, 
300-mile-a-day tours. The comfort, road-ability and 
freedom from tire and engine troubles revealed by 
such tests explain the extent of Autowhirl popularity. 
At the current rate of production, 1922 will increase 
the total number of Autowhirl owners to over 100,000. 
Autowhirl Automobile Company, Boston, Mass., 
U. S. A. 































































































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NEWSPAPER ADVERTISING COMPOSITION 


11 



CUT NO. 1—FOR LESSON ONE 






































































NEWSPAPER ADVERTISING COMPOSITION 


15 


LESSON NUMBER TWO 

Dealing with the marking of copy for composition 
for Classified Advertising. 

E VERY newspaper composing room of considerable size should 
have a “Plan of Machine Advertising Faces.” Each face 
should have a distinguishing number, a “fac-simile” of the 
face, and a computation of the number of letters (both caps and 
lower case), that can be put into a single- or double-column line. 

A layout of Machines 30 and 40 of the Boston Globe equip¬ 
ment is submitted as an illustration. (See Pages 16 and 17). 

Before proceeding to the marking of copy the student should 
first familiarize himself with the layout of the various jnagazine 
faces in the office where he is employed, so that in his marking he 
may utilize to the fullest extent the available faces on any one 
machine. This tends to a greater output and a more facile 
accomplishment. 


EXAMPLE: 

Here is a 15-line advertisement which calls for a No. 2 border. 
(All borders in the Globe composing room are designated by num¬ 
ber. No. 1 signifies 1-pt., No. 2 2-pt., and so on, giving to plain 
rules the numbers corresponding with their size until we reach 
and include 12-pt. Then the ornate faces, preserving Nos. 18 and 
24 for the black rules of these sizes). 

In this sample “ad” the advertiser has designated a 3-line 
display head, a 2-line signature and a 1-line address, the body to 
be set in agate. 

The copy was “marked-up” in this manner. (See Page 18). 




16 


SIX LESSONS IN 


MACHINE NO. 30 


Size Molds: 14-pt, 18-pt, 22-pt, 24-pt 


Magazine 

No. 

Rail 

Type 

No. 

STYLE FACE 

No. Letters 

in Single 
Col. Line 



953 

12-pt ANTIQUE CAPS 

16 

1 


954 

12-pt Antique 1. c. 

18 

m 

Upper 

453 

20-PI GOTHIC COND CAPS 

16 




12-pt GOTHIC COND CAPS 

24 


Lower 

449 

450 

12-pt Gothic Cond 1. c, 

27 

2 


455 

24:PT GOTHIC COND CAPS 

14 


Upper 

fl-3 

12-pt CHELT EXTRA COND CAPS 

24 


A-4 

12-pt Chelt Extra Cond 1. c. 

21 

3 

Lower 

505 

30-PT RAILROAD GOTHIC 

11 

Upper 

A-5 

18-PT CHELT EXTRA COND CAPS 

17 


A-6 

18-PT Chelt Extra Cond 1. c. 

1 M 

M 

Lower 

503 

24-PT RAILROAD GOTHIC C 

12 

4 

Upper 

. 

501 

18-PT RAILROAD GOTHIC CAPS 

16 


502 

I8-Pt Railroad Gothic 1. c. 

21 





































NEWSPAPER ADVERTISING COMPOSITION 


17 


MACHINE NO. 40 


Size Molds: 51/ 2 -pt, 8-pt, 10-pt, 12-pt 


Magazine 

Rail 

Type 


No. Letters 

No. 

No. 

STYLE FACE 

in Single 
Col. Line 



Lower 

11 

8-pt SHEPARD ROMAN 

21 

1 


12 

24 

JL 

Upper 

417 

8-pt ROURJD GOTHIC CAPS 

21 


418 

8-pt Round Gothic 1. c. 

24 


Lower 

3 

FAT AGATE HOMAN 

25 

2 




35 

Upper 

4 

THIN AGATE FUEL FACE 

25 






35 


Lower 

16 

10-pt. RONALDSON 

18 

3 




26 





Upper 

18 

10-pt RONALDSON ITALIC 

18 





26 


Lower 

33 

34 

10-pt CHELT BOLD CAPS 

16 

4 


10-pt Chelt Bold 1. c. 

20 





Upper 

81 

10-pt CHELT BOLD ITALIC CAPS 

16 


82 

10-pt Chelt Bold Italic l. c. 

20 
























































18 


SIX LESSONS IN 


(COPY) 


,——-,© 

I Autowhirl Coupe\ "Delivered New September 
26th$^Run 1077 Mi le? f Perfect in every respect and 


good as new. It still has a month to go on new car 
guarantee. A rare bargain. j ^A New^Car at a used car 


y iaaa. 


“3 


price^ $590 JMacomber & Dressier 6 5 Terrace Place 

iXx Ict^/TboO J{7}€rSj ' 


For the 3-line head, No. 501 (Machine No. 30, Magazine 4). 

For the body, Agate and Agate Full Face (Machine No. 40, Maga¬ 
zine 2). 

For the selling price, No. 82 (Machine No. 40, Magazine 4). 

For the firm name, No. 417 (Machine No. 40, Magazine 1). 

For the address, Agate Full Face Caps (Machine No. 40, Maga¬ 
zine 2). 

Here is the result: 


AUTOWHIRL COUPE 

Delivered New Septemper 36th 
RUN 1077 MILES 

Perfect In every respect and good as 
new. It still has a month to go on new 
car guarantee. A rare bargain 
A New Car at a used car price v 

MACOMBER & DRESSLER 

66 TERRACE PLACE 


This is but one example. No. 40 machine was used for every¬ 
thing but the top line. The study of all available combinations will 
disclose many others. 

Look over your “Plan of Advertising Facete” and mark the 
copy so that, for instance, it would be possible to set it entirely 
on one or two machines, dependent upon your equipment. 

It is not possible to do this with all copy, because the length 

















NEWSPAPER ADVERTISING COMPOSITION 


19 


of display lines is exceedingly varied; but plan your display in a 
manner to concentrate the facilities of the machine equipment to 
the greatest extent consistent with common-sense display. 


A Word as to the Use of Hand Display Type 
in Classified Advertising. 


In the Boston Globe composing room we avoid the use of 
foundry type of 36-point and under, confining ourselves to mono¬ 
type or linotype faces for this reason: Monotype, 24-pt and under, 
is not usually distributed; 30-pt and 36-pt is easily replaced when 
too badly worn. And, of course, linotype saves distribution. 

The student will now mark the following advertisements for 
the machine. The imaginary advertisers have designated the size 
display they desire. 


(COPY) 


DOUBLE COL.—42 lines display, with border 

FRED H. WILLIAMS CO. 

Telephone Blarney 826 
35-39 Grosvenor Square, Boston 
USED WOOD WORKING MACHINERY 
26-inch Buzz Ball Bearing Planer, round head, 
jointing and grinding devices. 

Whitney Tilting Arbor Saw Bench, with attached 
220-volt, 3-phase motor. 

Fall’s Continuous Feed Glue Jointer. 

Advance Ball Bearing Shaper. 

8-inch American (No. 20) Outside Moulder. 




20 


SIX LESSONS IN 


SINGLE COL.—16 lines deep—No. 2 Box 

DISPLAY 

TO LET 
NEW STORES 
SQUEEDUNK 

AGATE 

New, spacious brick stores, with large plate-glass 
show windows; good,location; moderate rental; one 
store on corner. I. I. Katzenjammer, 802 Telegraph 
st, Sqeedunk. Telephone Squee 10. 


SINGLE COL.—No Box—18 lines deep—All Display 

TO LET 

MANUFACTURING FLOORS 
IN FIREPROOF BUILDING 
3000, 5000, 7000 Sq. Ft. 

W. HENRY PARAGON 
45 Cream St., Merryville 
Telephone Murray Hill 4800 



NEWSPAPER ADVERTISING COMPOSITION 


21 


LESSON NUMBER THREE 


Dealing with the general characteristics of various depart¬ 
ment store advertisements as commonly 
used ip your own paper 


S ELECT from among the advertisers in y.our city or town a half- 
dozen of the most prominent, and study their display char¬ 
acteristics. Most large advertisers use distinctive types and 
styles. The student should make himself familiar with every 
detail. 

Some stores have “Bargain Basements,” or other terms of the 
same meaning. These departments have been provided for in the 
questionnaires. 

There are presented in this lesson six questionnaire hlanks, 
with a space at the top for a firm name. The instructor should 
select the stores he considers the most important and write in the 
firm name in the blank box. 

Give the student opportunity and time to study these questions 
thoroughly, and then have him give written answers. 

An oral examination should also be given, and every mistake 
carefully pointed out. The thorough student will have no difficulty 
in attaining 100% in all answers, provided the instructor is in¬ 
sistent upon a thorough study of all these questions. 

Herewith is presented a sample questionnaire, with the answers 
thereto. This sample deals with the general characteristics of one 
of Boston’s leading department stores. The true name is omitted. 

NOTE —Reference is made in these blanks to inside and outside 
prices. The meaning of these terms is this: 


Goods formerly sold for $1.98 are now marked QQ 

for quick selling at- . 

The inside price is the first named, and the outside price is the 
selling figure. 





22 


SIX LESSONS IN 


A SAMPLE QUESTIONNAIRE 

FIRM NAME 

A BOSTON DEPARTMENT STORE 


1— What outside border is used on full-page Sunday advertising? 
Answer — No. 110 

2 — What border is used on the sections of Sunday pages? 

Answer — No. 11 

3— How does this store use blank space? 

Answer—12 pts between boxes. Conservative between display 
lines 

4— What border is used on daily advertising? 

Answer — No. 13 

5— What display faces are most commonly used? 

Answer — Curtis-Post for both Daily and Sunday 

6 — What style body types are most commonly used? 

Answer — 8-pt modern, 10-pt and 12-pt old style 

7— What style display figures are most commonly used? 

Answer — Curtis-Post , for both Daily and Sunday unless a large 
price is specially designated 

8— How does this firm use $ marks? 

Answer—On both inside and outside prices 












NEWSPAPER ADVERTISING COMPOSITION 23 


FIRM NAME 


1—What border is used for general store advertising? 

Answer — 


2—What border is used for the basement advertising? 

Answer — 


3—How does this store use blank space? 

Answer — 


4—What display faces are most commonly used? 

Answer — 


5—What style body type is most commonly used? 

Answer — 


6—What style display figures are most commonly used? 

Answer — 


7—How does this firm use $ marks? 

Answer — 


















24 


SIX LESSONS IN 


FIRM NAME 


1—What outside border is used on full-page Sunday advertising? 
Answer — 


2— What is used to divide sections of Sunday advertisements? 

Answer — 

3— What border is used for Basement advertisements? 

Answer — 

4— How does this store use blank space? 

Answer — 

5— What display faces are used in the Sunday pages? 

Answer — 


6— What style body type is used in Sunday pages? 

Answer — 

7— What display faces are most commonly used in Basement ad¬ 

vertisements. 

Answer — 

8— What style body type is most commonly used in Basement ad¬ 

vertisements ? 

Answer — 


9—What style display figures are most commonly used? 
Answer — 


10—How does this firm use $ marks? 

Answer — 





















NEWSPAPER ADVERTISING COMPOSITION 


25 


FIRM NAME 


1 What outside border is used on full-page Sunday advertising? 
Answer — 


2—What border is used on the sections of Sunday pages? 
Answer — 


3—How does this store use blank space? 
Answer — 


4—What border is used on daily advertising? 
Answer — 


5—What display faces are most commonly used? 
Answer — 


6—What style body types are most commonly used? 
Answer — 


7—What style display figures are most commonly used? 
Answer — 


8—How does this firm use $ marks? 
Answer — 




















26 


SIX LESSONS IN 


FIRM NAME 


1— What outside border is used on full-page Sunday advertising? 
Answer — 

2— What is used to divide sections of Sunday advertisements? 
Answer — 

3— What border is used for Basement advertisements? 

Answer — 

4— How does this store use blank space? 

Answer — 

5— What display faces are used in the Sunday pages? 

Answer — 

6— What style body type is used in Sunday pages? 

Answer — 

7— What display faces are most commonly used in Basement ad¬ 

vertisements. 

Answer — 


8—What style body type is most commonly used in Basement ad¬ 
vertisements ? 

Answer — 


9—What style display figures are most commonly used? 

Answer — 


10—How does this firm use $ marks? 

Answer — 















NEWSPAPER ADVERTISING COMPOSITION 


27 


FIRM NAME 


1—What outside border is used on full-page Sunday advertising? 
Answer — 


2—What border is used on the sections of Sunday pages? 
Answer — 


3—How does this store use blank space? 
Answer — 


4—What border is used on daily advertising? 
Answer — 


5—What display faces are most commonly used? 
Answer — 


6—What style body types are most commonly used? 
Answer — 


7—What style display figures are most commonly used? 
Answer — 


8—How does this firm use $ marks? 
Answer — 












28 


SIX LESSONS IN 


FIRM NAME 


1—What border is used on Sunday advertisements? 
Answer — 


2—How does this store use blank space? 
Answer — 


3—What series of display type does it use? 
Answer — 


4—What style body type is most commonly used? 
Answer — 


5—What style display figures are most commonly used? 
Answer — 


6—How does this firm use $ marks? 
Answer — 















NEWSPAPER ADVERTISING COMPOSITION 29 


LESSON NUMBER FOUR 

Dealing with the ordinary daily advertisements as used 
by the department stores in your city or town. 

T HIS lesson will be of little value unless it teaches the student 
the peculiarities in the manner of display of the advertisers 
in your own city. Many of them may employ distinctive 
borders, and use a special style of display. The student should 
first study the general characteristics of these advertisements and 
then apply the accumulated knowledge to the problems here given. 

The lesson is divided into four sections, each one presenting 
its own problem, and great care should be exercised by the in¬ 
structor to select those advertisers whose announcements present 
a distinctive style—out of the ordinary—go that the student may 
become familiar with their peculiarities. 

After the series here provided for has been worked out to the 
satisfaction of the instructor, the student should be given others 
selected from your own advertisers. There can be no question as to 
the desirability of making him familiar with every phase of the 
advertising problems in your own paper—very soon he will be one 
of your journeymen, and if he is not properly trained the fault will 
be yours, always with the reservation that he has the mentality 
to grasp and improve through instruction. Put all the time into 
this lesson that you can possibly afford, and the results will amply 
repay you. 

The problems follow: 





30 


SIX LESSONS IN 


PROBLEM A— 

This firm has designated a 2-col ad, 98 agates deep. We will suppose 
this advertiser uses a special border, something after the idea shown in Cut 
No. 3. You may have such a firm that makes use of a special border; if so, 
substitute the cut used by that firm in place of this one. 

(COPY) 

NAME PLATE 

SPECIALS FOR TUESDAY 
An Extraordinary Special Purchase 
CREPE DE CHINE DRESSES 
For Women and Misses 

This retail price is lower than the wholesale price in 
slip-on and straight-line effects, with hand drawn- 
work and inserts of contrasting material. Radio blue, 
black, navy and white combinations; also black with 
colored dots. $16.50 

Crepe de Chine Dresses in Plain Colors. Among the 
several styles represented are straight-line models with 
collar and vestee of crisp organdie. Navy, black, 
white, orchid, gray, flesh, henna and bisque. $16.50 

PROBLEM B— 

This firm has designated a 3-col ad, 80 agates deep, with its regular rule 
border and regular name plate. Select some advertisement that will conform 
to these specifications. NO CUT IS USED WITH THIS ADVERTISEMENT. 

(COPY) 

NAME PLATE 

Mail Orders Filled Telephone Orders Filled 

WOMEN’S AND MISSES’ WASH |DRESSES 
A Wonderful Purchase for This Mid-Week Special 
$6.75 

Lower than July wholesale prices 
Normandie voiles in black, copen, navy, brown, red. 
Imported English Voiles; Dotted Swiss Mercerized 
Voiles (in women’s sizes only). 




























NEWSPAPER ADVERTISING COMPOSITION 


33 


PROBLEM C— 

This firm has designated a 3-col ad, 152 agates deep. Study the style 
4 and°5 6 USeS ‘ ^ * name platC ** iS accU8tomecl t0 do so » and Cuts Nos. 
If this store employs a special border, it would be well for you to use it. 

(COPY) 

NAME PLATE 

No Mail Orders Legal Stamps 

Use Cut No. 4 with this item. 

Women’s and Misses’ Coats, $10.98. Ready for you 
Thursday at 91 Early folks have the best choice! Sur¬ 
prising! Lovely, smart-looking coats. The season’s 
most favored styles that every woman or miss desires. 

And low-priced. Fine sport fabrics. Fine velours. 

Some with fur collars—some with broad, convertible 
collars. Colors: Brown, Rookie and Navy. Some 
extra sizes, in black only. Will you share in these 
savings? 


Use Cut No. 5 with this item. 

Knit Underwear Samples — Women’s, Misses’ and 
Children’s Union Suits, 89c. 

No cuts with these items. 

Women’s Union Suits — Fleece-lined cotton; full 
bleached; many styles. Regular and outsizes, 89c. 

Children’s and Misses’ Union Suits — Fleece-lined 
cotton; drop seat; sizes 6 to 16 years. Thursday, 89c. 

Women’s Vests — Fleece-lined cotton, full bleached; 
many styles. Regular and outsizes. Thursday, 59c. 

At bottom of advertisement. 

Only Store Giving Legal Stamps. 









NEWSPAPER ADVERTISING COMPOSITION 


35 



CUTS FOR LESSON FOUR-Problem C 


No. 5 



















































NEWSPAPER ADVERTISING COMPOSITION 


37 


PROBLEM D— 


This firm has designated a 3-col ad, 173 agates deep. Study the general 
charactensucs of its style of advertising. Use a name plate, if it has one, 
and the cuts shown herewith. The student should select the words and lines 
which, in his judgment, should be displayed. 


(COPY) 

NAME PLATE 

Where None But QUALITY MERCHANDISE 
Is Allowed 


Use Cut No. 6 (Mortised). 

Arrived in time for Christmas, 2100 Wool Sweat¬ 
ers. This is a special purchase of high-grade popular 
Sweaters—not a job lot, understand, but every Sweater 
a perfectly made, perfectly fitting one—made to sell at 
regular prices. Popular Tuxedo Styles. Youthful 
Middy Styles. At ^ 2 —some even less than One-Half 
Regular Prices. Jersey Middy Sweaters, $2.95. Shet¬ 
land Tuxedo or Middy Sweaters, $3.95. Mohair 
Tuxedo or Middy Sweaters, $5.95. Zephyr Tuxedo 
Sweaters, $5.95. Coming just as it does at the brink 
of Christmas, this offer is particularly opportune, for 
Sweaters are much in vogue this season, and make such 
welcome gifts to maid and matron alike. In Black, 
Navy, Jade, Buff, Harding Blue, Peacock, Coral, 
Orange, Brown, Purple, Henna, Rose, Gray, White 
and Heather Mixtures. 





NEWSPAPER ADVERTISING COMPOSITION 


39 


NAME PLATE 


CUTS FOR LESSON FOUR-Problem D 





































NEWSPAPER ADVERTISING COMPOSITION 


41 


LESSON NUMBER FIVE 


Dealing with Methods and Formulae for the Reduction 
and Enlargement of Cuts 

D RAWINGS for newspaper cuts, or zinc etchings, as they are 
frequently called, should be made up of distinct lines, or dot 
treatment. They should always be done in black ink to be 
most effective. Zinc etchings cannot be made from photographs, 
wash drawings, or actual merchandise until a drawing has first been 
made. The usual type of copy for newspaper cuts consists of photo¬ 
graphs. These must always be redrawn for a line cut. A halftone 
cut can be made from the photograph, but it is never so satisfac¬ 
tory as the clear, iclean-cut line engraving. A drawing should al¬ 
ways be considerably larger than the desired cut, so that any flaws 
in the original drawing will be minimized. If your advertiser 
sends you an illustration to be enlarged, it should first be turned 
over to your engraver to be retouched, so that all coarseness may 
be refined before making the larger cut. 

This lesson is intended to give the student some of the basic 
principles for determining what the reduced or enlarged size of 
any cut will be, both by mathematical formulae and the diagonal 
line. 

First, take the reduction of drawings by mathematical formulae: 
Suppose you are given a drawing to be reduced to a given 
depth. You desire to ascertain what the reduced width will be. 

EXAMPLE: 

The drawing is 39 agates deep x 78 agates wide. 

The cut is required to be 20 agates deep. 

First—Set down the width of the drawing (78 agates). 

Second—Multiply these figures by the required depth of the cut (20 agates). 
Third—Divide the result (1560) by the depth of the drawing (39 agates). 



42 


SIX LESSONS IN 


The answer will give you the actual width when reduced (40 
agates). Example below: 


78 (Width of drawing) 

20 (Depth required) 

(Depth of drawing) 39j 1560 [40 Answer—(Ascertained width) 

156 

Let us reverse the problem. 

EXAMPLE: 

The drawing is 39 agates deep by 78 agates wide. 

The cut is required to be 40 agates wide. 

You are required to give the depth ivhen reduced. 

First—Set down the depth of the drawing (39 agates). 

Second—Multiply this figure by the required width of the cut (40 agates). 
Third—Divide the result by the width of the drawing (78 agates). 

The answer will give you the actual width when reduced (20 
agates). Example below: 


(Width of drawing) 


39 

40 

78)15601.20 

156 


(Depth of drawing) 

(Width desired) 

Answer—(Ascertained depth) 


We now give the student the following problems to work out 
for himself. Again we urge the instructor to give all possible help 
to the student, as this lesson will be found to be the most valuable 
his training as an efficient journeyman. No doubt there are hun¬ 
dreds upon hundreds of otherwise well-trained and efficient jour¬ 
neymen to whom the method of reduction of cuts is a “closed 
book,” all because of their never having undertaken these first and 
simple problems, and also because they have never been given 
an opportunity to use whatever knowledge they may have at some 
time acquired. 






NEWSPAPER ADVERTISING COMPOSITION 


43 


PROBLEM A— 

The drawing is 43 agates wide x 119 agates deep. 

The cut is required to be 35 agates wide. 

What will be the actual depth when reduced? 

ANSWER: 

Work out your problem in the space below 


PROBLEM B— 

The drawing is 27 agates wide x 30 agates deep. 

The cut is required to be 11 agates wide. 

What will be the actual depth when reduced? 


ANSWER: 

Work out your problem in the space below. 



44 


SIX LESSONS IN 


PROBLEM C— 

The drawing is 32 agates wide x 55 agates deep. 

The cut is required to be 30 agates deep. 

What will be the actual width when reduced? 


ANSWER: 

Work out your problem in the space below. 


PROBLEM D— 

The drawing is 90 agates wide x 85 agates deep. 

The cut is required to be 47 agates deep. 

What will be the actual width when reduced? 


ANSWER: 

Work out your problem in the space below 



NEWSPAPER ADVERTISING COMPOSITION 


45 


There is another method of determining the reduced or en¬ 
larged size of a drawing. It is that of the diagonal line. 


REDUCTION: 

Your drawing is here represented by the outside lines. It 
is 42 agates wide x 56 agates deep. We have drawn a dotted line 
diagonally from corner to corner. 



You desire to reduce to 14 agates wide. Measure horizontally 
from left outside to the desired width (a) on the diagonal line. To 
ascertain what the reduced depth will be measure from a to b. 






46 


SIX LESSONS IN 


ENLARGEMENT: 

To determine the enlarged size of any cut use the same method, 
only lengthen the diagonal line (6) beyond the outside rule. Then 
lengthen the left-hand rule. If you desire the cut to be 98 agates 
deep, measure from the top left-hand corner to 98 agates length 
at bottom left (a); then draw a horizontal line until it reaches 
the diagonal line at b. You will find the enlarged width to be 
75 agates. 

Following this diagram the student is given Problems E, F, 
G to H to determine for himself the reduced and enlarged sizes. 
The drawings are represented by the ruled boxes. 

The method of the diagonal line will immediately appeal to 
the student as the simpler and easier way. This method can be 
universally used for any given denominator, whether it be agate, 
nonpareil, pica, point, inch, or foot. 



NEWSPAPER ADVERTISING COMPOSITION 


47 
















48 


SIX LESSONS IN 


PROBLEM E — 

This drawing is 59 agates wide x 76 agates deep. 
The cut is required to be 25 agates deep. 

What will he the width when reduced? 


ANSWER: 


The reduced width will be 


agates. 





NEWSPAPER ADVERTISING COMPOSITION 


49 


PROBLEM F— 

This drawing is 42 agates wide x 63 agates deep. 
The cut is required to be 28 agates wide. 

What will be the depth when reduced? 



ANSWER: 


The reduced depth will be. 


agates. 





50 


SIX LESSONS IN 


PROBLEM G— 

This drawing is 28 agates wide x 42 agates deep. 
The cut is required to be 75 agates deep. 

What will be the width when enlarged? 


ANSWER: 


The enlarged width will be 


agates. 






NEWSPAPER ADVERTISING COMPOSITION 


51 


PROBLEM H — 

This drawing is 35 agates wide x 70 agates deep. 
The cut is required to be 56 agates wide. 

What will be the depth when enlarged? 



ANSWER: 


The enlarged depth will be 


agates. 





52 


SIX LESSONS IN 


A continuation of these problems may be given by the in¬ 
structor ad infinitum. As far as possible let the student be given 
old drawings to practice upon, and then give him something that 
you intend to use in your paper. Even if he should make a mistake, 
you have the opportunity to correct it before the cut is made. 
Let him see the actual results in live matter. 



NEWSPAPER ADVERTISING COMPOSITION 53 


LESSON NUMBER SIX 

Dealing with the layout, determination of measures, 
making of cuts, and Composition of the ordinary full- 
page department store advertisement. 

I N previous lessons instruction has been given along various 
lines which should prove helpful in the problems that will con¬ 
front the student in this last lesson. In the introduction certain 
well-defined principles of display were laid down, and great stress 
was laid upon “ good taste.” It would be well to again turn to the 
introduction so that these principles may be thoroughly instilled 
in your mind. 

The reason for an advertisement is that someone has some¬ 
thing to sell, and he hopes to convince prospective buyers that 
his wares are the best that can he bought, for the many reasons 
which he may set forth. 

The compositor’s job is to so present these goods in type 
formations that the attention of the reader will be arrested. The 
present-day department store advertising man is usually capable, 
as far as selling-ideas are concerned, but, due to the rapidity with 
which his copy must be turned out, he must and does leave a 
great deal of the planning to the composing room. This statement 
is made because the writer, in over twenty-five years’ 1 experience 
in one of the greatest advertising centers in the world, has been 
able to see how these things work out in actual experience. 

Therefore, the successful advertising compositor should he 
equipped to build an advertisement so that all the salient points 
forcefully present themselves. 

Henry Lewis Bullen has said that “the majority of those whose 
profession it is to plan advertisements are densely ignorant of 
printing types and of the power exercised by intelligent type com- 





54 


SIX LESSONS IN 


position.” This is true, but experience is teaching the “ad writer,” 
and he is rapidly being educated by the “intelligent compositor.” 

Too much emphasis cannot be laid upon the need for study 
in the use of harmonious type faces. In the construction of this 
full-page advertisement the use of a two-series idea (one for dis¬ 
play and another for text), is strongly advised. A type family that 
contains what is commonly termed “regular,” italic, extended and 
condensed faces, is capable of infinite uses. The body type should 
be selected to harmonize with the display. 

The copy which has been prepared for this lesson is without 
direction as to styles of type to be used, or the employment or 
non-employment of borders or boxes, or large price figures. These 
matters are left to the judgment of the student. 

The layout is figured on the basis of an 8-column page, the 
columns 12^ picas wide, 6-pt. column rules, and the page 306 agates 
deep. If the measurements of your newspaper are smaller some 
copy may be eliminated, or a re-arrangement of spaces may be 
made. 

The first procedure is to draw up a dummy, making all allow¬ 
ances for border, or white space, or whatever else must be taken 
from the total. Then you will be able to figure out your actual 
type measurements. (See miniature dummy in back of book). 

If you have cuts to reduce or enlarge you must bear in mind 
all you should have learned in Lesson Five, and apply that knowl¬ 
edge to the cut problems. 

When figuring for sizes of type allow for the spaces that these 
cuts will occupy, and figure so that the completed page will be an 
harmonious whole. 

A very good plan is to draw up a dummy the exact size of each 
section. Paste in a proof of any cuts to be used. You can then 
readily see the actual space left for display and text. 

“Selling prices” should be pronounced, so that they may readily 
be visualized in connection with the articles to be sold. A sample 
item might be given, but that would defeat the object of the lesson. 
Always bear in mind that the prime object of this course is to arouse 
the student to think for himself. 



NEWSPAPER ADVERTISING COMPOSITION 


55 


Enough has been said here to start the student aright in his 
manner of thinking. It is extremely important to his training that 
he follow his own conclusions in all these matters. The instructor 
should be patient and try to learn the true inwardness of the 
student s mind, then correct any false deductions, giving specific 
and constructive criticism where it is due. 

Proofs of each section should be taken upon completion, and 
these should be read for typographical errors only. When the 
page has been completed a made-up proof should be taken, and 
the instructor should point out the errors of judgment, making 
constructive suggestions for improvement. Then let the student 
again apply himself to the problem, critically going over every 
section himself, trying to discover where he can improve. A 
second proof should be submitted for final criticism, and, after 
correction, the student should take sufficient proofs for all refer¬ 
ence and scrap-book use. 
















































NEWSPAPER ADVERTISING COMPOSITION 


57 


COPY FOR FULL PAGE ADVERTISEMENT 


Copy No. 1—FIRM NAME. Space allowed: 6-columns wide, 21 agates deep. 

* BOSTON DEPARTMENT STORE 
Washington Street 


Copy No. 2—EDITORIAL. Space allowed: Display line, 6-columns wide, 

14 agates deep. Text, 4-columns wide, 17 agates deep. 

A MID-WEEK SPECIAL SALE 

Do you need this merchandise? Will it serve you? 

Is it dependable? Is it fresh, or is it something bought 
especially to put on sale to attract mere bargain hun¬ 
ters? Our chief appeal is to come in and see for your¬ 
self what, in our opinion, are extraordinary values. 


Another firm name may be supplied if desired. 





58 


SIX LESSONS IN 


Copy No. 3—SUITS, PLUSH AND FUR COATS. Space allowed: 4-columns 
wide, 105 agates deep. 


SUITS, PLUSH AND FUR COATS 

Use Cut No. 7 with this item. 

SUITS SPECIALLY PRICED AT $27.50 

Tweed Suits tailored from richly colored tweed 
with youthful straight lines and close-fitting shoulders, 
lined and interlined; violet, copen, tan and brown. 

No cut with this item. 

PRUNELLA STRIPE DRESS SKIRT at $5.00 

Also some velour checks, tailored into box or 
side-plaited models and wide belts; brown and tan, 
black and white. 

Use Cut No. 8 with these three items. (This cut may be enlarged, or used same 
size as now, as the student determines). 

PLUSH COATS 

Silk Seal Plush Coats, large shawl collars, cuffs 
and deep band on bottom of black opossum, beauti¬ 
fully lined with silks and satins in the new designs 
and colorings, $75.00. 

Silk Seal Plush Coats, shawl collars and cuffs of 
black opossum and raccoon; full length and 40-inch 
models; all lined with fancy silks; a charming coat 
creation, $65.00. 

Seal Plush Coats, with large shawl collars and 
deep cuffs; narrow belts; beautifidly lined with fancy 
silk, $49.50. 





NEWSPAPER ADVERTISING COMPOSITION 


59 


Use Cut No. 9 with this item. 

RACCOON FUR COATS 
Specially Priced at $297 

Under existing conditions we feel very fortunate 
in being able to offer beautiful raccoon coats, made in 
the season s accepted style, with deep collar, cuffs and 
reverse border; belted and silk lined, at such a rea¬ 
sonable price. 


N® cut with this item. 

HUDSON SEAL COATS, $397 

Plain or skunk trimmed, in 40 and 45-inch lengths, 
designed especially for the stout person. Sizes up to 56. 





































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NEWSPAPER ADVERTISING COMPOSITION 


61 


CUTS FOR LESSON SIX—Copy No. 3 

No. 7 No. 9 



No. 8 

To be enlarged or not, as determined by the student. 








































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NEWSPAPER ADVERTISING COMPOSITION 


63 


Copy No. 4 FURNITURE SECTION. Space allowed; 4 columns wide,; 90 
agates deep. 

FURNITURE AT UNHEARD-OF REDUCTIONS 

We have two large floors of desirable furniture which 
we will sell at the lowest prices ever quoted in Boston. 

Come early and make your selections. 

Use Cut No. 10 with this item. 

Mahogany Gate-Leg Tables—Beautiful and serv¬ 
iceable, $31.75. 

Use Cut No. 11 with this item. 

Floor Lamps — $25.00 to 65.00. 

Use Cut No. 12 with this item. 

Morris Chairs—Fumed or Golden Oak or Ma¬ 
hogany finish, $34.50. 

Use Cut No. 13 with this item. 

Tea Wagon — Mahogany, Mahogany finish, Golden 
Oak or Walnut, $38.90. 

Use Cut No. 14 with this item. 

Mary and William Bedroom Suites—As illus¬ 
trated, Mahogany or Walnut, well made and very at¬ 
tractive. Specially priced for this sale: Dressing 
Table, $79.75. Bed, $68.50. Dressers, $89.50. Chif- 
forobes, $88.50. 

Use Cut No. 15 with this item. 

Comfortable Overstuffed Tapestry Suite—As il¬ 
lustrated, three-piece, handsomely upholstered, loose 
spring cushions and spring back. First-class workman¬ 
ship throughout. Special price for this sale, $169.75. 




64 


SIX LESSONS IN 


Use Cut No. 16 with this item. 

Library Tables — Mahogany; size of top, 26x42. 
$32.75. 


Use Cut No. 17 with this item. 

Smokers—Mahogany finish, $6.45. 

Use Cut No. 18 with this item. 

Pedestals — Mahogany, $10.75. 

Use Cut No. 19 with this item. 

Cedar Chest—Best construction, different sizes 
and styles, $33.00. 



NEWSPAPER ADVERTISING COMPOSITION 


65 


CUTS FOR LESSON SIX—Copy No. 4 

No. 10 No. 11 No. 12 No. 13 



No. 15 









































































NEWSPAPER ADVERTISING COMPOSITION 


Copy No. 5—CHINAWARE, LAMPS AND HOUSE FURNISHINGS, 
allowed: 4-columns wide, 90 agates deep. 


Use Cut No. 20 with this item. 

COTTAGE DINNER SETS, $2.95 

Regular value, $6.00. American semi-porcelain, 
several decorations, 26 pieces, service for six. 


No cuts used with these items. 

100-PIECE DINNER SETS, $23.95 

$38.98 value. Of very fine quality decorated 
American semi-porcelain, rose border with gold treat¬ 
ment. 


YELLOW MIXING BOWL SETS, 89c 

$1.79 value. Five bowls; the large size set with 
the brown band on outside. 

Use Cut No. 21 with this item. 

TABLE LAMPS, $6.49 

$12.98 value. Electric or gas cathedral art glass 
panels, in several color combinations. 

Use Cut No. 22 with this item. 

Hoosier Kitchen Cabinets—Save time and strength. 
$69.25. 

Use Cut No. 23 with this item. 

Electric Toasters—Our new Electric Reversible 
Toaster. You do not have to turn the bread over with 
'your fingers—it is done automatically; very simple 
and effective. $4.50. 


67 


Space 





SIX LESSONS IN 


68 


Use Cut No. 24 with this item. 

Victory Fruit Jars—Because a whole carload of these 
jars was long overdue, the maker offered them to us at 
a price concession. $1.95 a doz. 


Use Cut No. 25 with this item. 

Tea Kettles — $1.69 value. Solid copper, nickel plated, 
5-qt. capacity, with strong steel bail and black wood 
handle. 99c. 


Use Cut No. 26 with this item. 

Vacuum Sweepers — $12.50 value. 100, in ma¬ 
hogany or walnut finish, made by Torrington Cleaner 
Co. 100 in the lot. $4.59. 


Use Cut No. 27 with this item. 

Wash Boilers — $3.49 value. Heavyweight tin sides, 
with heavy copper bottom, in sizes 8 or 9, with one- 
piece heavy cover. $1.95. 




NEWSPAPER ADVERTISING COMPOSITION 


69 


CUTS FOR LESSON SIX—Copy No. 5 


No. 20 No. 21 








































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NEWSPAPER ADVERTISING COMPOSITION 


71 


Copy No. 6—BOOKS. Space allowed: Single column wide, 35 agates deep. 


Cut No. 28 This cut to be reduced to whatever size the student determines. 

Why not let us pay the postage? 

Free delivery anywhere in New England. 

THE NEWEST BOOKS 

The old favorite books. The books that never die. 
The books that every one fortunate to live in a home 
with books has received or yearns to buy at some time 
or other. 


Copy No. 7—LEATHER GOODS. Space allowed: Single column wide, 35 
agates deep. 

Cut No. 29—This cut to be reduced to whatever size the student determines. 

LEATHER GOODS 

Leather Week-End Bags—Moire lined, with 5- 
piece white fittings — brush, comb, mirror, soap box 
and toothbrush holder. $10.50 and $15.00. 

Men’s Three-Fold Bill Fold and Card Case — Seal, 
pin seal and morocco leather; some with solid gold 
corners; two pockets for cards, back pocket for bills, 
some with change pocket. $1.00 to $12.50. 




















I 




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J 











































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NEWSPAPER ADVERTISING COMPOSITION 


73 


CUT FOR LESSON SIX—Copy No. 6 

No. 28 

To be reduced to size as determined by the student. 



CUT FOR LESSON SIX—Copy No. 7 

No. 29 

To be reduced to size as determined by the student. 


























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' 



















, 


























































NEWSPAPER ADVERTISING COMPOSITION 


75 


Copy No. 8 LEATHER BAGS. Space allowed: 2-columns wide, 49 agates 
deep. 


LEATHER BAGS 


Just when prices are popularly supposed to be 
high on this class of merchandise. New England's 
Greatest Leather Goods Store is offering quality goods 
at prices which mean money-saving. 


Use Cut No. 30 with this item. 

Students’ Bags—Made of split cowhide, extra 
heavy drill lined, sewed frame. Black or brown, 14 
or 15-inch. $1.95. 


No cuts with these items. 

Students’ Bags—Made of 4-oz. top stock, hand 
boarded cowhide (not split), extra heavy lining, sewed 
frame, 14 or 15-inch. $12.95. 

Students’ Bags—Made of selected 4-oz. top stock, 
hand boarded cowhide leather lined, sewed frame. 
Black or brown, 14 or 15-inch. $4.95. 


Use Cut No. 31 with this item. 

Travelling Bags—Genuine cowhide, leather lined, 
3 pockets, inside lock, brass trimming. Black or 
brown. All 18-inch. $5.95. 

No cuts with these items. 

Travelling Bags — 4y 2 -oz. top stock, hand boarded 
cowhide, leather lined, solid brass trimmed, re-inforced 
sewed corners, in black or brown. 16, 17 or 18-inch. 
$9.85. 

Collar Bag—Genuine leather eyelets for silk cord, 
good size and well lined. $1.95. 








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NEWSPAPER ADVERTISING COMPOSITION 


77 


CUTS FOR LESSON SIX—Copy No. 8 


No. 30 


No. 31 




CUTS FOR LESSON SIX—Copy No. 9 


No. 32 



Nos. 33 and 34 



No. 36 











NEWSPAPER ADVERTISING COMPOSITION 


Copy No. 9-SLIPPERS AND BOOTS. Space allowed: 2-columns wide, 49 
agates deep. 


SLIPPERS AND BOOTS 

Fortunate purchases afford our customers wonder¬ 
ful savings when buying footwear. 


Use Cut No. 32 with this item. 

PUSS-IN-BOOTS FELT SLIPPERS 

For infants, children and misses. Warm and cozy, 
with a row of animals or ribbons around the top. 
Sizes 5 to 11 and 11% to 2; in pink, red and blue. 98c 


Use Cuts Nos. 33 and 34 with this item. 

Men’s Tan Kid Slippers—Everett and Romeo 
styles, good leather soles and heels, sizes 6 to 11.. $1.98. 

Use Cut No. 35 with this item. 

Children’s Rubber Boots—Sizes 6 to 10%. $1.98. 

Use Cut No. 36 with this item. 

Boys’ Storm King Rubber Boots—Sizes 11 to 2, 
$3.49. Sizes 3 to 6, $3.98. 







NEWSPAPER ADVERTISING COMPOSITION 


81 


C ° P deep 10 ~ MEN ’ S WEAR - Space allowed: 2-columns wide, 172 agates 


MEN’S WEAR DEPARTMENT 


Cut No. 37—This cut to be reduced to whatever size the student determines. 

A LOUNGING ROBE OF SILK OR WOOL 

Is there anything more contributive to a man’s 
comfort than a lounging robe of rich silk or fleecy 
wool? They range in price from $10.00 to $75.00. 


No cuts with these items. 

Wool Mufflers—Of soft and warm brushed wool 
in the popular camel’s hair shade. $2.00. Others from 
$1.50 to $5.00. 

Handsome Accordion Silk and Cotton Mufflers — 
The serviceable kind that wear and keep their good 
looks. Long enough and wide enough and in pleasing 
colors—black and white, black and green, red and 
black, etc. $3.95. 

Silk Shirts—Striped patterns that are, every one, 
wearable the kind that men will pick out for them¬ 
selves. Well made throughout and in every way an ex¬ 
cellent value. 


Cut No. 38 to be used with this item. 

Ties for 39c—A remarkable purchase of regular 
65c ties; novelty silk finished; well made; you’ll see 
similar ties elsewhere priced at 69c. Others at 59c, 
75c and $1.00. 





82 


SIX LESSONS IN 


No cuts with these items. 

Silk and Wool Ties—These ties, that combine 
the good looks of a new silk tie with many of the wear¬ 
ing qualities of a knit tie, are increasingly popular. 
Beautiful colors and designs. $1.65. 

Silk Knit Ties—In the wearable plain colors and 
good-looking cross-bar stripes. Long wearing and 
good looking. 95c. 

Imported Wool Sox—Heather shades in a heavy 
ribbed weave; the sort of sox that men are always 
asking for. 65c. 

Imported Golf Stockings—Recently arrived from 
abroad, these stockings, in plain gray and brown and 
heather shades with either plain or fancy tops, will be 
welcomed by every outdoors man. $1.25. Others at 
$1.65. 

Gray Mocha Gloves—Made with either embroid¬ 
ered or spear-point backs. Carefully made and with 
guaranteed stitching. $4.50. 

Flannelette Pajamas—Of high quality flannelette, 
cut full and carefully made; all sizes. $2.50. 

Warm Bath Robes — Button , up tight at neck; 
most any color or type of pattern that you could want. 
$5.00. 

Leather Slippers—Good looking tan leather with 
patent leather inlay. Wide and comfortable last. $2.65. 



NEWSPAPER ADVERTISING COMPOSITION 


83 


CUTS FOR LESSON SIX—Copy No. 10 

No. 37 

To be reduced to size as determined by 
the student. 
















NEWSPAPER ADVERTISING COMPOSITION 


85 


C ° P deep 11— UNDERMUSLINS. Space allowed: 2 columns wide, 172 agates 

DAINTY UNDERMUSLINS 


Cuts Nos. 39 and 40—These cuts to be reduced to whatever size the student 
determines. 

Hundreds of people are viewing this action on our 
part as the most helpful thing done this season. 

The selling is phenomenal, and it ought to be, 
for the values are the best in years. We bought more 
than usual and the goods are here—so why should 
people wait 

WITH SAVINGS LIKE THESE? 


No cut with this item. 

Envelope Chemises—Made of good quality nain¬ 
sook, lace and embroidery trimmed. In empire and 
regulation styles. Camisole and arm sizes. $1.98. 

Chemaloons—Of nainsook, made in camisole and 
regulation styles; shirrings, ribbon bows, val. shadow 
lace and embroidery. $1.98. 

Gown—Of nainsook, in V, round and square necks, 
kimono and sleeveless styles, lace trimmed. $1.98. 

Envelope Chemises—Of nainsook, lace-trimmed 
and embroidered; in camisole and regulation styles. 
$1.15. 

Covers—Of nainsook, lace and embroidery trim¬ 
med. 79c. 

Bloomers—Of sdtinette in flesh color \ hem¬ 
stitched ruffle and embroidery trimming, in pastel 
shades. $1.00. 




86 


SIX LESSONS TN 


Silk Step-in Chemises—In flesh, orchid and blue; 
lace trimmed. $2.98. 

Silk Bodices—Of flesh color satin, lace trimmed, 
in camisole styles. $1.00. 

Silk Bodices—Of washable satin or radium silk, 
in tailored or lace-trimmed styles. $1.98. 

Silk Envelope Chemises—Of crepe de chine, tai¬ 
lored style; in flesh and orchid. $1.98 . 



NEWSPAPER ADVERTISING COMPOSITION 


87 


CUTS FOR LESSON SIX—Copy No. 11 

Both cuts to be reduced to sizes as determined by the student. 
No. 39 No. 40 

















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MAKEUP DUMMY FOR LESSON SIX 

The first figure is columns wide. The second figure is agate lines deep 


Copy No. 1—FIRM NAME—6x14 

Copy No. 6 
BOOKS 
1x35 

Copy No. 2—HEADING—6x21 



EDITORIAL—4x18 


V 

Copy No. 3 



SUITS, PLUSH AND FUR COATS 



4x105 


Copy No. 10 



Copy No. 11 

MEN’S WEAR 



UNDERMUSLINS 

2x172 



2x172 


Copy No. 8 

Copy No. 9 



LEATHER BAGS 

SLIPPERS AND BOOTS 



2x49 

2x49 


f 









Copy No. 4 
FURNITURE 
4x90 


Copy No. 5 

CHINA WARE, LAMPS AND HOUSE FURNISHINGS 

4x90 


Copy No. 7 
LEATHER 
GOODS 
1x35 


Printed in the Boston Globe Composing Room 

















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